The new service was launched last week at the UK headquarters in Uxbridge, Middlesex, of General Mills, owner of the Häagen-Dazs brand.

A Häagen-Dazs Mercedes Benz Sprinter

As well as introducing new customers to a range of ice creams, Häagen-Dazs Direct is topping up existing account holders with low-volume orders ahead of their main deliveries.

As well as delivering stock the two van drivers also have sales roles, taking orders and offering category advice – they are supported back at base by a small team responsible for business development and tele-sales.

The new service is being operated on behalf of Häagen-Dazs by its commercial partner Direct Wholesale Foods which is using a couple of Mercedes Benz Sprinter vans for the service.

Häagen-Dazs Direct is now up and running within the M25 and in central London. If it proves as popular as the company expects, more vans will be taking to the capital’s roads next year before the process of rolling out to other cities begins.

“We produce a premium quality product so it is only fitting that it should be delivered in a premium quality van,” said Häagen-Dazs Project consultant Henry Chambers. “The Mercedes-Benz team have been very supportive in helping us to launch this exciting new venture and we look forward to working closely with them over the months and years to come.”